Growth Masterminds: mobile growth podcast
124 episodes - English - Latest episode: 3 days ago -Growth Masterminds is smart user acquisition and mobile growth pros sharing their best insights on UA, retention, mobile measurement, privacy, mobile marketing data, and much more.
Hosted by John Koetsier, we chat with brands like IMVU, DraftKings, and Mixtiles. We interrogate ad networks like Fyber, Kidoz, AppLike, Vungle, Bluestacks, and more. And we feature global experts like Eric Seufert and Jayne Peressini. Along the way, we hit topics like pLTV, creative optimization, incrementality, granularity, fraud, privacy, success in China ... and much, much more.
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Episodes
Mobile app success in China: pitfalls, challenges, and secrets, with Josh Burns
May 15, 2021 21:09 - 43 minutes - 39.9 MBThe list of Western apps that have made it big in China is not long. There are some great games on that list, including ones from major studios Supercell and Riot Games. Games like Cut the Rope and Fruit Ninja made the cut, and Subway Surfers and PUBG are big globally as well as in China. But as Josh Burns explains, it’s probably easier to list the apps that failed. He has a lot of experience with apps in general and China in particular. As a former exec at 6waves and EA and founder of D...
Adtech upheaval: why Digital Turbine bought Fyber, and what's happening in the ecosystem
April 02, 2021 18:46 - 18 minutes - 17.2 MBWhat is happening in the mobile adtech ecosystem? Is it the rise of platforms? The need for size to fight the heavyweight contenders of mobile advertising? Consolidation to accumulate and stockpile more first-party data in an era of increasingly scarce second and third party information? Or just a need to acquire revenue on the path to going public? Whatever it is, we are seeing a massive acceleration in mergers and acquisitions in the mobile marketing and adtech ecosystems. Applovin bough...
So you need SKAdNetwork-compatible mobile ad inventory ...
March 10, 2021 05:22 - 8 minutes - 7.69 MBSKAdNetwork-compatible mobile ad inventory is hard to come by these days. Fortunately, Snap is ready, and Singular and Snap are announcing a joint solution for SKAdNetwork campaign measurement. For all the details, we check in with Singular product marketing manager Saadi Muslu in this episode of Growth Masterminds. Perhaps even more interesting? Like Facebook but unlike Google, Snap has decided to show the App Tracking Transparency prompt. And the results, according to our recent IDFA s...
Facebook AAA: How to analyze Automated App Ads by country and creative simultaneously
March 03, 2021 16:59 - 6 minutes - 5.83 MBFacebook automated app ads are smart and useful ads that take elements of creative you supply, mix and match them according to Facebook’s secret alchemy of advertising success, and automate the process of targeting, delivery, customization, and even — if you wish — setting budgets. There’s one small problem. You can’t analyze everything you might want to. In this brief episode of Growth Masterminds, we chat with Singular product manager Evyatar Ram about how you actually can analyze Face...
iOS 14: is the ad ecosystem ready? (plus SKAdNetwork and MMPs, mobile web and deep links, and VTA)
March 02, 2021 05:28 - 16 minutes - 14.9 MBWe are down to the short strokes now: Apple’s iOS 14.5 will roar in next week or soon after, changing mobile marketing on iPhone and iPad forever. But is the mobile advertising ecosystem ready? Is there SKAdNetwork-ready ad supply from mobile publishers? And how will MMPs, mobile web customer journeys, and deep links work? In short: there are still a lot of questions. I spent some time with Jonathan Chen, who leads Singular’s attribution product and manages integration with top partners, t...
Fingerprinting in iOS 14: where you can and can't use probabilistic fingerprinting for marketing measurement or tracking
March 01, 2021 19:09 - 10 minutes - 9.82 MBCan you fingerprint users in iOS 14? Or, in other words, use probabilistic attribution? There’s been a ton of questions about this. Some vendors have said yes, and in fact there are some circumstances where fingerprinting is OK. But Apple has said fingerprinting is not OK in cases where people have not granted tracking permission. So what’s OK, and what’s not? We’re chatting with Eran Friedman, CTO of Singular, who’s been working with SKAdNetwork for the past six to nine months
Everything you need to know about Apple's App Tracking Transparency pop-up, with Singular CTO Eran Friedman
February 24, 2021 22:16 - 18 minutes - 16.5 MBWhat is App Tracking Transparency? When do you need to use it? Can you measure marketing effectiveness without it? How can you ensure you are ATT compliant? Welcome to Growth Masterminds, with John Koetsier There are a ton of questions about iOS 14 and Apple’s new IDFA rules, and ATT is at the heart of them. Today we are going to ask Singular CTO Eran Friedman all of them :-)
Mixtiles co-founder on marketing, identity, privacy, iOS 14, and app vs web
February 19, 2021 22:32 - 36 minutes - 33 MBIf you’re a marketer who is wondering how to navigate the new privacy-safe reality in Apple environments, Mixtiles is a good company to look to for insight: - Super-fast growth over the past few years - Hot D2C (direct to consumer) category - Heavily focused on iOS - Overwhelmingly multi-channel and multi-platform user journeys - Not dependent on IDFA In this episode of Growth Masterminds, we chat with Mixtiles co-founder Eytan Levit, who shares his insight on mobile marketing now.
SKAdNetwork challenges for mobile marketers: supply side data, and privacy cohort size
February 11, 2021 01:13 - 8 minutes - 7.78 MBSingular CTO Eran Friedman talks about challenges with SKAdNetwork: getting enough supply side data, and ensuring you hit privacy thresholds to get data not just in number of total instals, but also total installs for each of several key parameters ... In other words ... it’s about much more than getting, or not getting, the IDFA.
From Hello World to Clash of Clans: how your marketing analytics needs change
November 19, 2020 16:53 - 17 minutes - 16 MBHow do you get from Hello World to Clash of Clans? Marketing analytics help you grow, but there’s different needs at different stages of development ... from just starting out ... to having a global big-money winner. To dive into how those needs change over time, we’re chatting with Claire Rozain. She leads UA at Product Madness, and has been at Match, Mappy, and multiple other brands before. And she's managed marketing from bare-bones in-the-garage all the way up to the biggest brands an...
ROAS and cohorts in iOS 14? Here's how
November 02, 2020 22:17 - 20 minutes - 18.8 MBROAS is perhaps the most foundational KPI in mobile marketing. The big question for 2021 is: can you still calculate ROAS in iOS 14? “First and foremost, I think we should recognize that there is still … IDFA, because users might opt-in,” says Singular VP of product Alon Nafta. “But if we go to SKAdNetwork — which let’s assume is the common case — it’s not like you don’t have anything. The SKAdNetwork framework does give you a few elements that if used correctly ... advertisers can expect t...
Mobile ad monetization: challenges, trends, and future for this multi-billion dollar segment
October 22, 2020 16:50 - 19 minutes - 17.8 MBTrue ROI calculation requires complete data. You've got data on your In-app purchase, of course. But most mobile publishers also have ad monetization data. The question is: how do you get all of it together … match it up … and figure out true ROI based on your actual cost of user acquisition? To get more details, we’re chatting with Lisi Gardiner, Senior Product Manager for Analytics for Singular. And we'd better be fast: we're keeping her from weekend pizza and wine.
How do you build a single source of truth ... including SKAdNetwork?
October 14, 2020 23:03 - 18 minutes - 17.4 MBEvery marketer would love to have a single source of truth. With iOS 14, SKAdNetwork is yet another source of marketing data to add to the long list. In this episode of Growth Masterminds, we chat with Singular's director of product marketing Saadi Muslu, who shares what Singular is doing to integrate this new data source with all the others. One of the things Saadi mentions is the Mobile Attribution Privacy Group, a Slack group dedicated to plotting a privacy-safe path through all the new...
3 ways fraudsters can cheat advertisers in iOS 14 with SKAdNetwork
October 08, 2020 16:00 - 14 minutes - 13.7 MBWhat does fraud look like in iOS 14 with SK ad network? In this episode of Growth Masterminds we chat with Yonatan Komornik, the head of fraud prevention at Singular. You might think that since Apple cryptographically signs every install that is attributed via SKAdNetwork that iOS 14 could be fraud-free, but there are at least 3 ways fraudsters can still cheat app install advertisers. We chat about each one, and then how to solve them ...
Managing, monitoring, and optimizing conversions in iOS 14 with SKAdNetwork
October 06, 2020 18:01 - 12 minutes - 11.1 MBHow do you manage, monitor, and optimize conversions in iOS 14 with SKAdNetwork? Welcome to a special version of Growth Masterminds. Today, we're chatting with Ron Koenigsberg, the chief architect at Singular Our topic: customized conversions in iOS 14. In brief, we're talking about how to optimize for growth with SKAdNetwork by implementing Singular's smart conversion management.
UA in iOS 14 with SKAN, Singular's open source framework for SKAdNetwork
August 12, 2020 22:16 - 28 minutes - 26.1 MBWe chat with Singular CTO Eran Friedman about SKAN, Singular's open-source framework for SKAdNetwork. The key goals: - identify the top challenges - maximize use of your 100 campaign IDs - manage the data from SKAdNetwork and bring it all together - reduce fraud - simplify conversion management ... and optimize conversion methodologies on the fly - combine SKAdNetwork data with IDFA data and data from other sources - and more!
Creative: A game designer and a marketing director on how pink cows, purple velvet shoes, and stone pillows help you beat the competition
May 11, 2020 18:26 - 31 minutes - 29.1 MBHow do pink cows, purple velvet shoes, and stone pillows help you beat the competition? Well, they probably don't. But creativity will. In this episode of Growth Masterminds, we chat with Lee Eisenhuth, who leads design at PeopleFun. They make games like Wordscapes. We also chat with Alice Guillaume, the Senior Director of Marketing at Applovin. She left a Wall Street job with Morgan Stanley to do something much more interesting: mobile marketing. We chat about: - magic in marketing -...
Using AI to boost customer acquisition, with Lomit Patel (VP of Growth at IMVU)
March 31, 2020 16:07 - 37 minutes - 34.1 MBLomit Patel leads growth at IMVU. Before that, he led performance and digital marketing for Roku. He also ran customer acquisition at Texture, which Apple acquired and turned into Apple News+ At IMVU, Lomit cut customer acquisition cost by a factor of three. And, he's now recouping the cost of advertising 3X faster than before. How? Artificial intelligence, intelligently applied. In this podcast episode, we'll chat with Lomit to learn what he did, how he did it, and what the results are.
AdExchanger senior editor Allison Schiff on TikTok, Amazon, Facebook, Google, Twitter, the goddess of growth, and the marketing that works on her
February 15, 2020 19:00 - 36 minutes - 84.1 MBYou've heard of walking softly and carrying a big stick? Allison Schiff talks softly and carries a massive stick ... with a great sense of humor. In this episode of Growth Masterminds, we take a peek behind the martech and adtech curtain with a reporter who's covering all the biggest stories in the space. What we talk about: - You have a very broad view of the martech and adtech ecosystem, and what’s happening in it. It really feels like an era of major change right now with lots up in ...
DraftKing's Jayne Peressini on ghost ads, measuring TV, multivariate testing, scaling a growth team, and much more
December 19, 2019 20:49 - 28 minutes - 65.7 MBJayne Peressini started her career with Glu Mobile in London, then worked for Cisco, Razorfish, Reddit, and Machine Zone. She is now the senior director of growth marketing for DraftKings. We talk about: The state of adtech ... what's changing, what’s working, and what’s broken. Fraud Scaling ad spend Safe ways to grow fast Measurement and privacy Attribution and incrementality Metrics that matter And ... her best advice for growth marketers … on messaging, advertising campaigns, bu...
Thomas Petit on ASO, conversion optimization, why VO and tROAS don't really work for subscription apps ... and much more
December 13, 2019 21:18 - 51 minutes - 117 MBWe talk to mobile growth expert Thomas Petit on ASO, conversion optimization, the duopoly, how indies can still succeed, getting featured by Google and Apple, and much, much, much more! Thomas Petite is a mobile growth consultant for Deezer, Lingokids, Playspace, AppAgent, and many more companies. He's spoken at App Growth Summit, App Promotion Summit, Mobile Growth Europe, ASO Conference, and that's just the first part of the list. And he's a frequent contributor to MobileDevMemo.
Thomas Petit on ASO, conversion optimization, why VO and tROAS don't really work for subscription apps (and more)
December 13, 2019 21:18 - 51 minutes - 118 MBWe talk to mobile growth expert Thomas Petit on ASO, conversion optimization, the duopoly, how indies can still succeed, getting featured by Google and Apple, and much, much, much more! Thomas Petite is a mobile growth consultant for Deezer, Lingokids, Playspace, AppAgent, and many more companies. He's spoken at App Growth Summit, App Promotion Summit, Mobile Growth Europe, ASO Conference, and that's just the first part of the list. And he's a frequent contributor to MobileDevMemo.
2 super women in games: How to get featured by Apple and Google, how to know when to scale, and how to build a games studio in a non-traditional market
December 03, 2019 22:37 - 32 minutes - 73.8 MBWe talk to Lauren Clinnick and Christina Chen of Lumi Interactive, a small games studio in Melbourne Australia about how they got the apps featured by Apple and Google six times ... and what that did for their business. We also talk about growing a small studio, being a women in tech and in games, and how to know when it's time to scale your app.
Eric Seufert on mobile chaos, mobile games, and mobile attribution
November 21, 2019 00:32 - 41 minutes - 38.3 MBEric worked for Skype. He was VP of user acquisition for Rovio. He was head of platform for N3TWORK. He built Agamemnon and runs Mobile Dev Memo. In this episode, we talk about: the biggest changes in mobile the elimination of the IDFA the impact of GDPR and CCPA scaling marketing beyond the initial easy wins the increasingly important role of creative in advertising the problems with programmatic the triumvirate is the new duopoly: Google, Facebook, and Amazon the rise of Amazon...